{"id":6626,"date":"2018-06-20T12:30:53","date_gmt":"2018-06-20T19:30:53","guid":{"rendered":"https:\/\/rightwave.com\/rwi\/?p=6626"},"modified":"2022-04-25T21:34:25","modified_gmt":"2022-04-25T21:34:25","slug":"an-update-on-marketo-activities-data-retention-policy","status":"publish","type":"post","link":"https:\/\/rightwave.com\/rwi\/an-update-on-marketo-activities-data-retention-policy","title":{"rendered":"An update on Marketo Activities Data Retention Policy"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Beginning August 15, 2018, Marketo will implement an updated Activities Data Retention Policy. This new data retention policy will result in faster processing of Smart Lists, Lead Scoring, and many other activities to each customer depending on the user\u2019s profile and usage.<\/span><\/span> <b>Current data retention policy<\/b> <span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The Default retention settings are the most current settings and are what most customers currently use.<\/span><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The high volume activities are displayed in the lead\u2019s activity log for 90 days and can be referenced in the filters and reports.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">After 90 days these activities are moved into an archive where they are no longer accessible in smart lists or reports.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">These archived activities can still be accessed, but only when searching each individual lead\u2019s activity log directly.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">No other activities have retention limits applied.<\/span><\/span><\/li>\n<\/ul>\n<p><b>What is the new data retention policy?<\/b> <span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The new policy says &#8211; \u201c<\/span><i><span style=\"font-weight: 400;\">Lead Activity and Campaign Membership data will be stored for a rolling 25 months past the activity date, and certain high-volume activity data will be retained for a rolling period of 90 days past the activity date. Beyond these retention periods, this data will not be available.\u201d (See <\/span><\/i><span style=\"font-weight: 400;\">Reference 2 by Mike Reynolds.)<\/span><\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-6689 \" src=\"https:\/\/rightwave.com\/rwi\/wp-content\/uploads\/Marketo-Activities-1024x379.png\" alt=\"Marketo Activites\" width=\"776\" height=\"288\"><\/p>\n<p><span style=\"font-weight: 400;\">There are two components to the data retention policy.<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Activities with a 90-Day Retention Period:<\/span><\/span><\/span><span style=\"font-weight: 400;\">The high-volume activities listed below will be retained for 90 days.<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Add to List<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Change Score<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Change Data Value<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Visit Webpage<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Click Link on Webpage<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sync Lead to SFDC<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sync Lead to Microsoft<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sync Lead Updates to SFDC<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Update Opportunity<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Request Campaign<\/span><\/span><\/span><\/li>\n<\/ul>\n<p><b><i>NOTE:<\/i><\/b><i><span style=\"font-weight: 400;\"> Change Data Value activities will be retained for 90 days, except for changes to the Lead Owner and the Company Name fields. These two Change Data Value activities will be retained for 25 months. All other Change Data Value activities will be retained for 90 days.<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Activities with Retention Period of 25 Months<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Lead data and marketing activities related to Web, Smart Campaign, Social, Email, CRM, and Segmentation will be retained for 25 months.<\/span> <b><i>NOTE:<\/i><\/b><i><span style=\"font-weight: 400;\"> The only exception is New lead activity which will always be displayed.<\/span><\/i> <b>Effect of policy on availability of data<\/b> <span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">According to <\/span><span style=\"font-weight: 400;\">Louiza Verykiou (Reference 1), t<\/span><span style=\"font-weight: 400;\">his policy will have a significant effect on the availability of activity data:<\/span><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Activities will only be available via the Marketo UI or for RES<\/span><span style=\"font-weight: 400;\">T API Bulk Extract<\/span><span style=\"font-weight: 400;\"> for 25 months from the activity date.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Activity data in reports for campaigns, forms, emails, or website visits will only be available for 25 months from the activity date.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Activity data from decision rules in Smart Lists will only be available for 25 months from the activity date. So if you have smart lists that span older periods then you will need to review them.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Smart Lists and Smart Campaigns will only be able to access rolling data for 25 months.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Engagement programs will still not send the same email to a lead again for at least 25 months after the first email send activity date.<\/span><\/span><\/li>\n<\/ul>\n<p><b>What are the intended benefits of this policy?<\/b> <span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Once this data retention policy goes into effect, users of the Marketo platform may see performance-related improvements, such as:<\/span><\/span><\/p>\n<ul>\n<li><b>Smart lists can process faster.<\/b><span style=\"font-weight: 400;\"> Filters for activities (such as email opens or website visits) won\u2019t need to query multiple years of historical data, making the search time shorter.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Emails will send faster.<\/b><span style=\"font-weight: 400;\"> Because Smart Lists will process faster, campaigns will qualify members faster and email batches will take less time to assemble.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Lead scoring will happen faster.<\/b><span style=\"font-weight: 400;\"> Activity that contributes to lead scoring will be processed faster.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>REST API and campaigns will execute faster.<\/b><span style=\"font-weight: 400;\"> Without a large amount of historical data to process, campaigns will execute faster and REST API calls will speed up.<\/span><\/li>\n<\/ul>\n<p><b>Premium Data Retention Option<\/b> <span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For those customers who need the low volume activity data for more than two year period, Marketo offers a premium Extended Data Retention subscription option. This option will allow activity data to be stored for 37 months instead of the standard retention period of 25 months. The high-volume activities, however, will only be retained for 90 days even with the premium option.<\/span><\/span> <span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">RightWave recommends that due to this change, digital marketers should download important engagement and response data (such as form submissions, email clicks, subscription data, campaign memberships etc.) on a quarterly or semi-annual basis into a secondary database if they have data requirements that extend beyond 25 months. For more assistance, please<\/span>&nbsp;<\/span><a href=\"https:\/\/rightwave.com\/rwi\/contactus\/\"><span style=\"font-weight: 400;\">contact RightWave<\/span><\/a><span style=\"font-weight: 400;\">.<\/span> <b>References:<\/b><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Louiza Verykiou, Marketo Activities Data Retention Policy, April 2018<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mike Reynolds , <\/span><span style=\"font-weight: 400;\">Marketo Activities Data Retention Policy &#8211; Under the Hood , March 2018<\/span><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Beginning August 15, 2018, Marketo will implement an updated Activities Data Retention Policy. This new data retention policy will result in faster processing of Smart Lists, Lead Scoring, and many other activities to each customer depending on the user\u2019s profile and usage. Current data retention policy The Default retention settings are the most current settings&hellip;<\/p>\n","protected":false},"author":22,"featured_media":77977,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-6626","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-welcome","category-3","description-off"],"_links":{"self":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/6626","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/comments?post=6626"}],"version-history":[{"count":1,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/6626\/revisions"}],"predecessor-version":[{"id":77978,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/6626\/revisions\/77978"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media\/77977"}],"wp:attachment":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media?parent=6626"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/categories?post=6626"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/tags?post=6626"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}